Sunday, February 3, 2013

Converse Says Shoes Are Boring, Wear Sneakers !

"For the free-spirited youth or any creative individual who makes his silent but unrestrained statement with his choice of footwear, no other brand comes close to Converse when it comes to declaring one’s passion for life and the irreverent rockstar attitude of a never-say-die character."

The Converse Flagship Store opening
in Glorietta, Makati was a huge success as many stars were spotted visiting the store opening as well as a huge crowd getting starstruck with all the celebrities coming in and out of the flagship store.
After operating in the country for 30 years, global shoe brand Converse has finally opened its flagship shop in the Philippines.

Chuck Taylor and Jack Purcell shoes, as well as Converse apparel, bags and accessories, are now housed in top-notch spaces resembling rock concerts, music studios and sports gyms.

The 275-square-meter store had strong influences from rock culture and art, says Eli Bonsol, Converse Philippines' marketing manager, to appeal to a younger, active and creative crowd aged between18 to 25.

"It's more in the psyche. Filipinos have grown to associate owning a pair to people that is the creative type or musicians.


While Converse has successfully jived with its target market for decades, Bonsol said they want the brand to appeal to a broader market, specifically to women and children.

"It's great that people have grown to associate Converse with rock stars and artists but most consumers do assume that it is just a brand for men,"

"But even if it was most identified to males, it didn't stop women to buy Chucks and have a fashion statement, she explained.

Bonsol said the brand will be more aggressive this year in terms of promotions, following the recent launch of its global campaign in the country during the store's opening.

Declaring the edge of sneakers over conventional footwear, the campaign includes billboards and posters carrying the series of copies which include bold statements like "Shoes keep it clean. Sneakers get dirty"; "Shoes buy a ticket. Sneakers put on a show" and "Shoes are Boring. Wear Sneakers."

All marketing materials and media buying duties are handled in-house.

Converse was first made outside of Boston, USA in 1908. Since then, famous artists and musicians from Elvis Presley, the Rolling Stones, and more recently, Justin Bieber, have been seen performing and just hanging out in their Chuck Taylors, one of the monikers of Converse besides Chucks, All-Stars, or Cons.
This is where the Spring Summer collection draws its inspiration from—Converse diehards who never get tired of wearing them.  The new collection, aptly called Well-worn, features sneakers with washed fabric and sporting a rugged look.

"By saying outright that “Shoes are boring. Wear Sneakers,” Converse has made a catching battlecry that resonates with the equally upfront taglines “Shoes keep it clean. Sneakers get dirty,” “Shoes test the water. Sneakers dive in,” “Shoes party. Sneakers after party,” “Shoes buy a ticket. Sneakers put on a show,” and “Shoes buy art. Sneakers create it.”"

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1 comment:

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